Before #Ubergate recedes entirely from the news, let’s pause on one aspect of the story that hasn’t gotten much attention so far: the cybersecurity risk of collecting massive troves of private travel information in online databases.

Imagine for a second that your job is to gather intelligence on government officials in Washington, or financiers in London, or entrepreneurs in San Francisco. Imagine further that there existed a database that collected daily travel information on such people with GPS-quality precision– where they went, when they went there and who else went to those same places at the same times.

Now add that all this location data was not held by a battle-hardened company with tons of lawyers and security experts, such as Google. Instead, this data was held by a start-up that was growing with viral exuberance – and with so few privacy protections that it created a “God View” to display the movements of riders in real-time and at least once projected such information on a screen for entertainment at a company party.